Study Programmes 2015-2016
GCER0111-1  
Introduction to Marketing
Duration :
45h Th
Number of credits :
Executive Master in industrial Management7
Lecturer :
Quan Nguyen
Language(s) of instruction :
English language
Units courses prerequisite and corequisite :
Prerequisite or corequisite units are presented within each program
Course contents :
- Marketing definitions and concepts;
- An overview of strategic management in construction firms;
- Marketing strategies and marketing plans;
- Marketing information and marketing research;
- Brand management & branding in construction;
- Communicating and delivering value;
- Relationship marketing and guanxi;
- Customer relationship management in construction.
es.
Learning outcomes of the course :
On completion of this module, students should be able to develop and implement marketing strategies and marketing plans for construction firms.
Prerequisite knowledge and skills :
Knowledge of corporate management and planning skills.
Planned learning activities and teaching methods :
Oral presentations, groupwork discussions with practical cases in real construction firms.
Mode of delivery (face-to-face ; distance-learning) :
Face-to-face
Recommended or required readings :
Kotler, P. J. and G. M. Armstrong (2010). Principles of marketing, Pearson Education.
Boyd, D. and E. Chinyio (2008). Understanding the construction client, Wiley. com.
Cook, S., 2010. Customer care excellence: How to create an effective customer focus. Kogan Page.
Gillen, T. (2005). Winning new business in construction, Gower Publishing, Ltd.
Gummesson, E. (2008). Total relationship marketing: marketing management, relationship strategy, CRM, and a new dominant logic for the value-creating network economy, London: Butterworth-Heinemann.
Kotler, P. and W. Pfoertsch, 2006. B2B brand management. Springer.
Luo, Y., (2000). Guanxi and business. Vol. 1. 2000: World Scientific Publishing Company Incorporated.
McCabe, S., (2010). Corporate Strategy in Construction: Understanding Today's Theory and Practice. Wiley-Blackwell.
Assessment methods and criteria :
Attendance & participation: 10%
Group Presentation 1: 15%
Group Presentation 2: 15%
Mid-term individual essay: 20%
Final essay: 40%
Work placement(s) :
Organizational remarks :
Teaching language: English
Contacts :
Nguyen The Quan, Faculty of Construction Economics and Management,
National University of Civil Engineering, Room 308, A1 Building,
email: quannt@nuce.edu.vn